What is SEO? The complete guide to understand the concept

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One of the biggest ambitions of companies that invest in  Digital Marketing is to reach the top positions in search engines - after all, who doesn't want free clicks and more visitors to your site?

But in a field as fierce and competitive as the Internet, making your website stand out among the millions of pages on the web seems like an impossible task. And I say it seems because it really isn't.

However, being on the Internet is not enough to ensure that your site, e-commerce or blog achieves a place on the first page of Google: it is necessary to invest in a specific strategy to optimize the results and ensure that your business reaches a good positioning website for the most important keywords in your segment.

With SEO or Search Engine Optimization - the English Search Engine Optimization - you can make your website appear in relevant searches, connecting your content with people who are looking for products or services like the one you offer. It is the perfect operation!

But you should know that doing SEO requires a lot of study to understand terminologies, build strategies and apply practices that take you to the top of the Google results pages .

Do not worry! Whether you want to take your first steps in the world of search engine optimization, or you want to refresh your knowledge, in this complete SEO guide we will explain everything you have to know about the subject.

In this article you will find:

What is SEO

What does SEO mean;
What are the advantages of organic positioning;
What types of search exist;
How Google results pages are set up;
What is the difference between SEO and SEM;
A brief history of SEO;
How to develop an effective SEO strategy;
What are the main SEO tools;
What are the SEO trends for 2020
Read carefully and become a web positioning specialist!

What is SEO (Search Engine Optimization)?
SEO stands for Search Engine Optimization. It is a set of optimization techniques for sites, blogs and web pages.

These optimizations aim to achieve a good organic web positioning, generating traffic and authority for a site or blog.

This marketing strategy is essential for your company to gain prominence, visibility in the digital world and, consequently, more leads , customers and billing for your business.


Optimizing sites and blogs through the use of techniques to improve the web positioning of your pages and positioning your company in the first results of Google, for example, increase (and much) your business opportunities. What is SEO

After all, 90% of people who search on Google only click on the results that appear on the first page of the engine.

The main objective of SEO, therefore, is to increase the volume of organic traffic and ensure more visibility for web pages.

But what are the advantages of this strategy and how efficient can it be? Here are the main ones.

7 advantages of implementing an SEO strategy
1. Increase the visibility of a brand What is SEO
Implementing an SEO strategy is one of the best ways to increase the visibility of your brand organically.

Imagine the following scenario: your business is responsible for the sale of washing machines. A user, let's call him Pedro, is having problems with his washing machine, so research on Google how he can repair it himself.

Coincidentally, you have an article that shows a step by step to repair washing machines, so conquer that visit for your website.

And although the article talks about repair and not a sale, this is only the beginning of a customer relationship with your brand. It is what we know in Inbound as the stage of attraction.

2. Attract qualified traffic
Like Pedro, many other users will reach your content to solve their doubts or find solutions to their problems. What is SEO

With the creation of valuable content, optimized for search engines, your website will be able to organically attract the leads you are looking for, at the right time.

In this way, the more visitors you receive, the more people will know you and the more likely you are to close a sale, which leads us to the next advantage.

3. Generate sales opportunities
Imagine that, although Pedro repaired his washing machine, he definitely needs to change it, as he continues to present other faults. 

As Pedro already knows your brand, thanks to the fact that he has found the solution to his questions in your articles, he will surely already trust your business and think of you, as a first option, to buy his next washing machine. This is the decision stage in the Inbound methodology.

4. Position a brand as an authority in the market
Following our example, in Pedro's mind and in that of many other users like him, your company will occupy its Top of Mind , that is, it will be the first brand that comes to mind when they think of washing machines.

SEO allows you to achieve this by facilitating correct indexing and improving the organic positioning of your content.

Thus, whenever Pedro or any other person searches for information on washing machines, your website will be the first to appear, or at least, the result they are looking for.

In this area, a concept that has been highlighted is that of EAT (Expertise, Authoritativeness, Trustworthiness), an acronym used to represent the three fundamental elements of quality content.

Recently Google has looked with good eyes on the content published by authors who have technical authority and credibility recognized in the respective topics. What is SEO

For example, on a disease content website, you should have articles written by doctors, with an author page that contains information about your professional history.

5. Educate the market What is SEO
Users like Pedro have surely been educated with your articles about the operation, care and maintenance of their washing machines. 

They have also managed to understand the specifications they are looking for with their washing machine, according to their personal needs.

As you can see, the importance of positioning a content lies not only in closing sales, but also in educating the audience so that they make better decisions.

Published on: 10/21/19, 10:59 AM